I'm Joshua Serrano — a creative director and designer who builds brands end to end.
Strategy, identity, packaging, and digital — carried from the first sketch to the shipped product.

What I do

Creative direction: setting a brand's strategy and visual direction, then leading the work — and designing it hands-on — across identity, packaging, campaigns, and websites through to launch. I also run tono, a multi-disciplinary marketing agency working at the intersection of visual culture, technology, and craft.

My background

I came up through graphic design and web design & development, and that hands-on foundation — in print, screen, and code — still shapes everything I lead. I live in Ventura, California. Outside of work, you'll find me digging through vintage clothing racks, obsessing over furniture, making music, or spending time with my family and dogs.

My approach

My work draws from the full breadth of culture — from the proportions of a well-made chair to the energy of a record. Great work is deeply considered, honest to its context, and built to feel as right as it looks.

Career

Clients

Brands served